Third-Party Solutions LLC

How to Monetize Consumer Data with Custom Targeting

Did you know then an incredible 90% of all data in existence today was created in just the last two years?

There are a multitude of data collection agencies all in a race to store the most
consumer data. From a logical standpoint, more data amounts to more information, right? This might be
true, but what is even more true is that “all data is not created equally”. In a recently taken survey, only
three percent of respondents reported they were able to act on their consumer information. Data not
acted upon seems like money left on the table to us here at Third-Party Solutions LLC

Imagine if you had the detailed information from over 250 million
consumers. Emails, phone numbers, Facebook I. D’s, device numbers, and interests etc. all at our
disposal. A logical first step from my perspective, is to clearly define what a “high value customer” is for
us (Based on specific criteria). For example, someone who is a business owner, or earns an annual
income above $100,000. Once we have done this, we will be able to better organize our data in regard
to its usefulness. Examples of useful information are as follows: annual income, demographic, gender,
profession, and personalities. This data is especially important because it will allow us to expose
consumer shopping habits. When is the best time to run an advertisement, on which platforms will the
most people see it? It will also help us to set a non-negotiable, but accurate price point for services that
is comfortable for us and to our customers.

Furthermore, does our information help us better understand them?

Useful information will help us to identify consumer pain. Are they worried about wasting time? Are the processes too
complicated? Do they need to save money? When answered, these questions will allow us to provide
hyper-personalized, relevant advertising to solve their pain. Our advertising would incorporate specific
language, colors, and organization all based on useful information. For example, “click, tap, and smash”,
might all just sound like options you read on an advertisement when prompted to press it.

But these are generational slang words, used in different eras, carry varying relevancy. Simply put, we want to focus
on creating more relevant advertising content that speaks differently to different audiences. Warm
colors, such as red and yellow, are more stimulating and therefore, more memorable. Our minds
automatically respond to these colors because they are more noticeable, and even help the ability to
recall facts (or our advertisements). The perfect example of this usage is McDonald’s. The consumer
data that we have already have, in combination with these helpful insights will allow us to provide the
aforementioned hyper-personalized advertisements.

Next, another vital piece of information is that Americans are willing to spend 13% more on
average with companies they feel provide superior service. I have a personal philosophy when it comes
to customer service that fully supports that statistic. Wealthy people want to feel like their money gives
them options that regular people don’t have access to. I like to “give them something by giving them
nothing”. Some people just simply want the best of the best. I see it every day at the hotel, people tote
their Diamond Hilton membership around like it’s a license to do anything they please. Well from my
perspective, it really doesn’t carry any more weight than our basic membership Blue level. There are no
more significant perks for a Diamond member than there is a Blue member. But they do feel a part of an
elite group and often times don’t care about what it costs to do so. We can utilize this strategy for our
marketing/sales purposes. Three pricing options: Silver, Gold, Custom. The contents of the packages
would be up to your discretion of course, but it would seemingly add value to our customers, and allow
you to set a non-negotiable minimum price with options to add on.

As previously stated, data not used seems like a wasted resource. That doesn’t have to be the
case for us. We should definitely sell all other information we deem to be irrelevant if possible. One man’s trash is another man’s treasure, and that seems to hold true in the world of data collection as
well.

Google Targeted Advertising

Targeting your ads

Targeting Google ads is an essential part of a successful advertising campaign. Assuming we have
designed the perfect ad, but we will need to show it to the right people at the right time to
better reach our goal. Google Ads offers different ways of targeting our ads.
Audience targeting

Demographics

Target your ads based on how well your products and services trend
with users in certain locations, ages, genders, and device types.

Affinity

Advertisers with TV campaigns can extend a campaign online and reach an
audience using Google Search or the Display Network.In-market

Show ads to users who have been searching for products and services like
yours. These users may be looking to make a purchase, or have previously made a
purchase and could still be interested enough to interact with your ads.

Custom intent

Choose words or phrases related to the people that are most likely to
engage with your site and make purchases by using “custom intent audiences.” In
addition to keywords, custom intent audiences lets you add URLs for websites, apps, or
YouTube content related to your audience’s interests.

Similar audiences

Expand your audience by targeting users with interests related to the
users in your re-marketing lists. These users aren’t searching for your products or
services directly, but their related interests may lead them to interacting with your ads.

Re-marketing

Target users that have already interacted with your ads, website, or app
so that they’ll see your ads more often. These users can be in any stage of conversion, as
long as they’ve visited your site or clicked on your ad before. These users may even
return to complete a purchase.

Content targeting

Topics: Target one ad to multiple pages about certain topics at once. Topic targeting lets
you reach a broad range of pages on the Display Network. Google Ads analyzes web
content and considers factors such as text, language, link structure, and page structure.

It then determines the central themes of each webpage and targets ads based on your
topic selections.

Placement

Target websites on the Display Network that your customers visit. If you
select this type of targeting, we’ll only look at your chosen sites (managed placements)
when searching for relevant sites. Unlike contextual targeting (automatic placements),
placement targeting doesn’t require keywords. A placement might be an entire website
or a subset of a site.

Content keywords

Choose words that are relevant to your product or service to target
users making searches using those same terms. You can tailor a set of keywords to
manually reach certain demographics or meet specific goals. For instance, you can
change your keywords to reflect seasonal interests or make the most of a sale.
Display expansion for search

Let Google Ads find users for you with a combination of automated bidding and smart targeting. Display expansion works for both Search and Display campaigns, targeting high-performance moments for the best results.

Examples


If you run a marketing firm in Dallas, Texas, you could add the keyword “marketing,” and
“Dallas and nearby cities,” as the target location for your Google Ads campaign. Then, when
people in Dallas type “marketing” on Google, they could see your ad next to the search
results.
If your business sells costumes, you could add the keyword “buy costumes” and the topic
“Hobbies & Leisure > Special Occasions > Holidays & Seasonal Events,” to target your image
ad at iPhones or Android devices. Then, people could see your image ad when they use their
Android phones to visit sites on the Display Network that have information about buying
costumes, Halloween or Mardi Gras.
Keep in mind
When you select multiple targeting methods on the Display Network, your success depends
on your network settings.
Display ads only appear on the Google Display Network. They don’t appear on search results
pages. Like other Google ads, display ads can be created for campaigns based on cost-per-
click (CPC), cost-per-thousand impressions (CPM), target cost-per-action (tCPA), target
return on ad spend (tROAS), and enhanced cost-per-click (e-CPC).

Facebook Targeted Advertising

  • Buy pay-per-click Facebook ads. Facebook has developed 1 of the most user-friendly ways to
    target our advertising. Purchasing a targeted ad on Facebook will help us get to know the
    capabilities of targeted advertising.
  • Click on the ads and pages application. This will give you the option to start a fan page for your
    business or to create pay-per-click/pay-per-view ads. Click on the pay-per-click ads tab.
  • Connect your ad to a website. This will be your hyperlink to drive traffic to your page and
    calculate the cost of the ad based on how many times people click. Create your ad by using
    keywords in a catchy headline. Upload a photograph and write a small paragraph of text.
  • Choose your categories according to people’s profile preferences. Choose the region, state or
    city where you want the ad to be targeted. Then, choose relationship status, gender, age ranges
    and any other demographic options that characterize your ideal customers.
  • Type in 3 to 5 keywords that will make your ad appear on a profile page. When these words or
    word combinations arise on their profile, information or wall, your ad will be triggered.
  • Facebook is probably the smartest way to begin targeting. They will also allow us to create
    targeted advertisements to custom audiences. For example, someone searching for SEO, or
    related topics. Lookalike group targeting appears to be the most successful.

LinkedIn Targeted Advertising

LinkedIn’s self-service solutions lets you launch a targeted campaign in minutes. You can set
your own budget, choose clicks or impressions, and stop your ads at any time using Campaign
Manager, LinkedIn’s all-in-one advertising platform. Ad formats supported in Campaign
Manager are Sponsored Content, Sponsored InMail and Text Ads.

Dynamic Ads are also available through account-managed advertising, which allows you to
partner with a dedicated LinkedIn team to create exclusively placed, highly visible ads for
premium audiences.
Step 1: Get started by signing in to Campaign Manager. Campaign Manager is where you will
manage and optimize your advertising on LinkedIn. It includes several features designed to help
you meet your advertising goals:

  • Dynamic visual reporting that recalculates and displays only the data that matches your
    search and filter settings.
  • A detailed breakout of the actions your Sponsored Content campaigns generate, including
    Clicks, Likes, Shares, Comments, and Follows.
  • A detailed view of the demographic categories of LinkedIn members who click on your ads,
    available at the account, campaign, and creative level.

Step 2

  • Choose your LinkedIn Ad format. Now that you are logged in to Campaign Manager, it’s
    time to create and manage your ad campaigns. You can use Sponsored Content, Sponsored
  • InMail, Text Ads, or a mix of all three. Before we get into actions, here’s a quick breakdown of
    each option:
  • Sponsored Content is native advertising that appears directly in the LinkedIn feeds of
    professionals you want to reach. Using Sponsored Content, you can:
  • Get your message out on every device: desktop, tablet, and mobile
  • Use rich media to stand out in the feed
  • Easily test your messaging and optimize campaigns in real time
  • Sponsored InMail is a unique ad format that lets you deliver personalized, relevant content
    through LinkedIn Messenger. Using Sponsored InMail, you can:
  • Drive conversions with personalized messages
  • Reach targeted audiences on desktop and mobile
  • A/B test messaging to resonate with your target audience
  • Text Ads are simple but compelling pay-per-click (PPC) or cost-per-impression (CPM) ads. Using

Text Ads, you can:

  • Easily create your own ads and launch a campaign in minutes
  • Tailor messaging to the professionals you need to reach
  • Pay for only the ads that work – per click or per impression
    In Campaign Manager, select the account you’d like to use, then click the Create Campaign
    button. Then choose from Text Ads or Sponsored Content.

Step 3

  • Create Sponsored Content. Once you’ve selected Sponsored Content, you will have
    three options:
  • Choose an update from your LinkedIn Company Page to sponsor
  • Choose an update from your LinkedIn Showcase Page to sponsor
  • Create new Sponsored Content

If you want to edit an existing update to customize it for a target audience, choose to
create new Sponsored Content. It’s a good idea to create multiple variations of
Sponsored Content so that you can see which messages get the best results. You can
use a variety of messages, links, photos, and images to see what works best. 

To add rich media, click the paperclip icon in the upper right corner of the text box.

Once you’ve created your ad, you can view a preview before saving. If everything looks
good, select the content you want to promote within your campaign and click
the Sponsor selected button.

  • Click Next.
  • Create Sponsored InMail
    Once you’ve selected Sponsored InMail, enter a campaign name and choose a language for
    your ads. You will have several options:
  • Choose the sender. The sender’s first name, last name and profile image will appear in the
    recipient’s inbox along with the subject line of the message. 
  • Add message subject line and summary. The summary will give your recipients a sneak
    preview of your message on desktop.

Craft your message. You can add easy personalization (like the recipient’s first name) right
in the tool.
When crafting your Sponsored InMail message content consider the messaging context of the
LinkedIn Platform.
Keep your subject lines concise, relevant and conversational. Short and impactful subject lines
with a clear value exchange work best. Consider utilizing some of the following keywords:

  • Thanks
  • Exclusive invitation
  • Connect
  • Opportunities
  • Join us/me

Humanize your message with conversational language and aim to keep your copy under 1,000
characters.

  • Click Next, and add your landing page URL and optional hero banner image.
  • Click Next.
  • Create a Text Ad

Once you’ve selected the Text Ads option and named your campaign, you can start creating
your ad. First, decide where members should go when they click your ad, whether it’s your
page on LinkedIn or a specific page on your website. Next, add your image, a headline (up to 25
characters), and a description (up to 75 characters). As you create your ad, you will see a
preview on the right side of the page.

You can create up to 15 Text Ads to see which headlines, descriptions, and images get the best
results.

Step 4

  • Target your ads. Selecting your audience works the same way regardless of whether
    you choose Sponsored Content, Sponsored InMail or Text Ads. After you’ve created your ad,
    you will be taken to the following screen.
  • As you can see, there is a wide variety of criteria you can use to select your ideal audience. As
    you select additional criteria, you will see how each additional filtering option affects your
    estimated target audience size in the right sidebar.
    You will notice additional options below the targeting criteria.
  •  Audience Expansion automatically includes audiences similar to those you’ve selected. This
    helps to ensure you’re not missing out on relevant engagement opportunities, especially
    early in your campaign. 
  •  You can also choose to deliver your campaign to your target audience beyond the LinkedIn
    feed, using LinkedIn’s network of partner audiences.

Step 5

Set your budget. Now that you’ve selected your audience, it’s time to set the budget for
your campaign. There are three options: cost per click (CPC); cost per impression (CPM); or cost
per send (CPS).

Cost per send (CPS) is used when you run Sponsored InMail campaigns. You pay for each InMail
that is successfully delivered.

CPC is often used for action-oriented campaigns like lead generation or event registration,
whereas the CPM model is typically a better fit when brand awareness is the goal.
Along with choosing between CPC and CPM, you will also enter your suggested bid, daily
budget, start date, end date, and total budget. Regardless of the end date you choose, you can
cancel your campaign at any time. It’s also important to note that LinkedIn uses an auction
system for bidding that rewards engagement, meaning you can win an auction without being
the highest bidder.

In conclusion, LinkedIn ads can target all basic information like age, gender, and location, and
goes all the way up to skill set, education level, specific school, and so on. The only downfall
(not really a downfall) for LinkedIn is that they really only shine for B2B. While their targeting
system is top-notch, LinkedIn ads work the best if you’re selling professional services to other
businesses.

What does this mean for us?

Have a new analytics software that will change the face of marketing (yes)? LinkedIn can
specifically target marketing executives of medium-sized companies in your local area making
at least $60k a year. Looking to sell your affiliate marketing services? LinkedIn can target all
business owners in your specified demographic with a need for optimization.

Though LinkedIn has a smaller audience compared to the other three platforms, it gives the
advertiser the most targeting power.

Instagram Targeted Advertising

1: Connect Your Facebook Page to Business Manager

The first thing you need to do to get started with Instagram advertising is to connect your main
Facebook page to Business Manager.
If you’ve already set up Business Manager with the Facebook page you want associated with your
Instagram ads, you can skip to step #2. If you’ve set up Business Manager but haven’t connected it
to the Facebook page you want associated with your Instagram ads, start at the Connect Your
Facebook Page section.
Set Up Business Manager
If it’s your first time using Business Manager, you’ll need to set it up. Next, answer some questions
about your business. Select your Facebook business page or create one if you don’t already have
one. Then fill in your personal details.
Connect Your Facebook Page
If you’ve already signed up for Business Manager but haven’t connected the Facebook business
page that you want to associate with your Facebook advertising and Instagram account, go to
Business Manager and add that page. To do this, choose Pages from the Business Settings pop-out
menu. From there, click the Add New Page button at the top right and follow the prompts, based
on the page you want to add.

2: Connect Your Facebook Ads Account to Business Manager

Next, you need to add the Facebook ads account you want to use for your Instagram ads to
Business Manager. To do this, choose Ad Accounts from the Business Settings pop-out menu.
From here, add a Facebook ads account to your Business Manager. You have the option to create
a new account, claim your existing account or request access to another company’s account. If you
already have a Facebook ads account, go to your Facebook Ads Manager Account Settings and
copy your account ID. Then select the Claim an Ad Account for My Business Manager option above
and paste your account ID in the text box below.

3: Add Your Instagram Account to Business Manager

Next, you need to add the Instagram account you want to advertise with to Business Manager. To
do this, choose Instagram Accounts from the Business Settings pop-out menu,
From there, add your Instagram account by entering your Instagram username and password.
Business Manager will then ask you to link your Instagram account to the Facebook ads account
you want to use to create Instagram ads.

4: Set Up Your Instagram Ad in Power Editor

Now you’ll need to visit the Facebook Ads Power Editor to see if you’re eligible for Instagram ads.
You’ll find the link to Power Editor under Ad Accounts inside Business Manager. If it’s your first
time using Power Editor, you’ll be asked to download a few things, including information from
your Facebook ads account.
Next, you’ll see a message that you can start using Instagram ads. If you don’t get the above
message, click the + Create Campaign button where you may also see your eligibility to use
Instagram ads.
From here, select an existing ad campaign or create a new one for your Instagram ad. For the ad
objective, you must choose from Clicks to Website, Mobile App Installs or Video Views.
Next, choose an existing ad set or create a new one, and then create a new ad.
After you click the Create button, you’re taken to your campaign in Power Editor. Here, you’ll want
to set your campaign spending limit. Then click on the View Ad Set link.
In the Ad Set settings, configure your daily or lifetime budget and when you want your Instagram
ad to run.
Below the schedule, configure your Instagram ad audience. If you have saved audiences, click the
down arrow next to New Audience to select them. Otherwise, click the Edit Audience button to
see the ad targeting options, which are similar to those you’d see in the general Facebook Ads
Manager.
Now, choose your ad placement. If you want to create an ad only for Instagram, uncheck all but
the Instagram option.
After selecting the ad placement, configure your bidding based on your goals and how much
you’re willing to pay per ad result.
Finally, choose from Standard (shows ads throughout the day) or Accelerated (shows ads as
quickly as possible) delivery options.

When you’re finished configuring your ad set, you’re ready to configure your ad. To do this, click
on the Ads icon to the left.
Next, select your Facebook page and Instagram account.
Then continue on to create your Instagram ad. When you’re finished, click the green Upload
Changes button to upload your ad and submit it to Facebook.
After confirming the upload, you should be able to see your new Instagram ad in your Ads
Manager.

Principles to Consider when creating an Effective Online Advertisement

  1. Understand the Goal
  2. Define a Plan of Action
  3. Create Effective Calls to Action
    Visually appealing. The design should catch users’ attention and compel them to click.
  4. Brief.
  5. Keep the message direct — preferably fewer than five words.
    Action-oriented. Set expectations, and make it clear what their click accomplishes.
    Focused on value. Be sure to state exactly what visitors will get if they click on the CTA
    (call to action). “Click here” tells the user nothing, whereas “download your free ebook”
    sets expectations and expresses value.
  6. Focus on Your Audience (High value customer)